No Comment - ASMR in Denmark | Syno

Soft whispers, gentle tapping, rustling leaves - ASMR (Autonomous Sensory Meridian Response) has grown into a widely recognized phenomenon. Initially emerging from online communities, ASMR refers to the tingling sensation and deep relaxation triggered by certain sounds and visuals. For some, it’s a tool to unwind after a long day, while others use it to improve sleep or focus. But how familiar are Danes with ASMR, and do they find it effective?

Our survey reveals that 21% of Danes are familiar with ASMR, while an additional 19% have heard of it but are not well-acquainted with its content. Awareness is highest among younger Danes (18-44), gradually decreasing with age. Interestingly, men are slightly more likely than women to have heard about ASMR, but they engage with ASMR content less often. While 72% of women who know about ASMR use it at least once per year, men are more knowledgeable about the term but are less likely to engage with ASMR content. The most active ASMR users are women aged 25-34.

Even among those unfamiliar with ASMR, many still appreciate its signature sounds. 47% of Danes who do not recognize the term ASMR still find common ASMR sounds - like tapping, whispering, and rustling - soothing. Moreover, 82% of these respondents actively seek out content featuring these sounds to relax, focus, or fall asleep. This trend extends to older Danes as well - 47% of those aged 55-64, despite not knowing ASMR by name, still search for similar soundscapes to help them unwind.

As for its effectiveness, 66% of Danish ASMR users describe it as slightly to moderately effective, while only 4% consider it extremely effective. There is no significant gender difference in the perceived effectiveness of ASMR, but older Danes (55-65) report the highest levels of effectiveness, with 72% saying ASMR content helps them relax. Women aged 55-80 are more likely than men in the same age group to find ASMR a useful relaxation tool.

Syno International conducted the survey through its Answers Omnibus from October 17th through October 24th, 2024. The data was collected through online panels with a National representative sampling of people aged 18 to 80, gender, and regions of Denmark.

No Comment is an initiative from Syno to share data from consumers' views on relevant topics. Do you have any questions you would like to ask? Do not hesitate to reach out to us at Syno!